The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Georgia Kirkham's insight:

This article brings out the interesting point that integrated marketing is more than just a common tagline or using the same colour palette throughout, it is the communication of a consistent identity. Successful integration is the consistent communication of this identity through the organizations mediums, messages and what is delivered. The article goes on to say that integration is often hard to accomplish and takes time and perseverance. What I found interesting about this article was that it brings out the fact that integration is much more than just having matching colours etc. it goes much more deeper than that and is not as simple. It points out that it is important to harmonize all marketing efforts. It is obvious that the correct marketing system for a company must be chosen to achieve integration; it would be different for each individual company. The article asks what first ten brands come to your mind. I can only assume the brands I came up with, like Mc Donalds, Coke, Nike and Apple etc. have integrated marketing systems put in place as this is why I am so aware of the brands, their images and messages.

Todays media platforms are vast and far reaching with some media messagesd reaching certain niches of the market and mass media reaching all the masses. Every brand has a marketing message that the relay to the consumers. They want this marketing message to be engrained in the minds of the consumers and for them to be able to retain it. Hence it should be made sure that the marketing message is the same and is constant across all the media plat forms. if this is not done the marketing message could get lost or the consumer might get confused as to what is the marketing message of the company.

This article talks about the fragmentation of todays audiences as the channels of media are increasing, which in term means that gaining attention form a specific audience is harder to obtain and are in smaller groups. I agree with what the article says about not needing to spend the most amount money to have the best and efficient integrated marketing campaign. The example used is McDonalds. McDonald’s has had the same campaign since 2003, which off the top of my head is ‘Im lovin it’. The article also talks about an integrated campaign normally takes 2-3years to take flight and that many companies mistake is not seeing results fast enough which results in the message of the company to keep changing which confuses the consumer and isn’t imbedded in their memory. After reading this article I have come to understand that to achieve a strong IMC (integrated marketing communication) in a business takes a heavy commitment, consistency and dedication over time

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